The objectives of the campaign were to increase the demand for “Prosciutto di San Daniele” and “Grana Padano” and to create awareness for the values associated with the Designation of Origin scheme (DOP).

A public relations campaign was held that included meetings with journalists, editorial visits, competitions for bloggers, end-users and chefs, in-store promotion activities with the presentation of products in over 200 stores in Germany, Austria and United Kingdom, the management of the Facebook channel, international press review.